The Effect of Price Perception and Personal Selling on The Purchase Decisions at PT Pegadaian (Persero) CP Kota Lama Malang

This study analyzes the effect of price perceptions and personal selling on purchasing decisions for gold installment products at PT Pegadaian (Persero) CP Kota Lama Malang. A quantitative approach was used with data collected from 100 respondents through an offline questionnaire using purposive sampling. Data were analyzed using multiple linear regression and hypothesis testing. Descriptive results show that respondents generally agree or strongly agree with the statements proposed. The classical assumption test shows that the data meets the requirements of normality, multicollinearity, and heteroscedasticity. The coefficient of determination (R²) of 0.649 indicates that 64.9% of the variation in purchasing decisions can be explained by the independent variables, while 35.1% is influenced by other factors. The t-test shows that price perception (t = 4.752, sig. 0.000) and personal selling (t = 6.057, sig. 0.000) have a significant effect partially. The F test shows a significant effect simultaneously (F = 88.009, sig. 0.000). This study concludes that increased price transparency and persuasive personal selling can increase gold installment purchases. The findings provide practical recommendations for improving the marketing strategy of gold installment products at Pegadaian.